I helped Channel 4 set up an inhouse agency within their sales house. It specialised in media opportunities and partnerships with Channel 4 and its ip.
We ran a heavily PR'd break during the cost of living crisis, The Break That Gives Back, where all the adverts were bespoke offerings from brands who were doing something meaningful to help during the cost of living crisis.
Much of the day to day work involved creating contextual adverts referencing the shows they appeared in, or using Channel 4 talent and ip.